Constructing a national higher education brand for the UK: positional competition and promised capitals

Lomer, S., Papatsiba, V. and Naidoo, R. (2016) Constructing a national higher education brand for the UK: positional competition and promised capitals. Studies in Higher Education. 0307-5079.

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Abstract:

This article examines national branding of UK higher education, a strategic intent and action to collectively brand UK higher education with the aim to attract prospective international students, using a Bourdieusian approach to understanding promises of capitals. We trace its development between 1999 and 2014 through a sociological study, one of the first of its kind, from the 'Education UK' and subsumed under the broader 'Britain is GREAT' campaign of the Coalition Government. The findings reveal how a national higher education brand is construed by connecting particular representations of the nation with those of prospective international students and the higher education sector, which combine in the brand with promises of capitals to convert into positional advantage in a competitive environment. The conceptual framework proposed here seeks to connect national higher education branding to the concept of the competitive state, branded as a nation and committed to the knowledge economy.

Uncontrolled Keywords:

Brand, higher education, international education, marketisation, capitals

Subjects:

L Education > LB Theory and practice of education > LB2376 International education
L Education > LC Special aspects of Education > LC165 Higher education and the state

Creators:

Lomer, S., Papatsiba, V. and Naidoo, R.

Publisher:

Taylor & Francis

Northamptonshire and East Midlands:

Education, Training and Skills

Faculties, Divisions and Institutes:

University Faculties, Divisions and Research Centres - OLD > University Departments > Library and Learning Services

Date:

17 March 2016

Date Type:

Published Online

Journal or Publication Title:

Studies in Higher Education

Language:

English

DOI:

10.1080/03075079.2016.1157859

ISSN:

0307-5079

Status:

Published / Disseminated

Refereed:

Yes